1st chapter in digital advertising
TRANSCRIPT
1st Chapter in Digital Advertising
Who Am I• GM at Wave Digital• 19 years experience in traditional & new media• Former Head Digital Strategist at Genesis
Burson-Marsteller• Started out as a 16 year-old filmmaker• Worked with Fortune 100 to 500 companies• Done B2C, B2B, G2B communications on digital• http://linkedin.com/in/yuyudin
What We’re Talking About Today
Basics Going Digital
Digital Ad Models
The Basics To Keep In Mind
What are Paid | Owned | Earned
Media?
POEM
Paid Media Owned Media
Earned Media
ConvergedMedia
PromotedBrand
Content
Brands that ask for shared
Sponsored/Influencer
Traditional Ads Corporate Content
Press coverage/Organic
POEM
Paid Media Owned Media
Earned Media
ConvergedMedia
PromotedBrand
Content
Brands that ask for shared
Sponsored/Influencer
Traditional Ads Corporate Content
Press coverage/Organic
● Website● Catalog● Brand assets● Brochures● White
papers● Reports
● Likes● Shares● Comments● Reviews● Word of
Mouth
● Billboards● Print inserts● Advertorials● Sponsored
articles● Banner ads● Video ads
The 1st Chapter Doesn’t Exist
LINEAR
The 1st Chapter Doesn’t Exist
LINEAR
Email Marketing
Social MediaMarketing
Content Marketing
Display Ads
Digital Is NOTLAST MINUTE
DIGITAL
INSTANT
Digital Doesn’t Have
to be An “Add-On”
The World of Paid Digital Ads
• $171+ bn industry• 5%+ YOY growth• APAC - 2nd largest growing region
GOING DIGITAL
Everything Starts with a Goal
“Let’s have a Facebook Page”
Stra
tegy
& T
acti
csGoalWhat you would like to achieve and an agreed milestone or deadline
StrategyHow you will do it and the reasoned argument to support your logic
TacticThe group of actions you will take to fulfill the strategy and succeed
Top
Dow
n Ap
proa
ch
Tact
ics
Alig
ned
to
Goa
ls
Strategy & TacticsStrategy TacticsPlanning DoingLarge Scale Smaller ScaleWhy HowDifficult to copy Easy to copyLong time frame Short time frame
Awareness Interest Desire Action Adoption Loyalty Advocacy
Paid Media Paid
Where do things fit?
Earned Media
Owned Media (non-communication media)
Owned Media (non-communication media)
Earned
Paid
Awareness Interest Desire Action Adoption Loyalty Advocacy
Paid Media Paid
Where do things fit?
Earned Media
Owned Media (non-communication media)
Owned Media (non-communication media)
Earned
Paid
Awareness Interest Desire Action Adoption Loyalty Advocacy
Paid Media Paid
Where do things fit?
Earned Media
Owned Media (non-communication media)
Owned Media (non-communication media)
Earned
Paid
Digital Advertising Models
Email MarketingFast FactsUsed very little in MyanmarAppropriate for B2B or
professional targetsGreat for events, flash salesMetricsOpen RatesClick Through Rates
Social Media MarketingFast FactsPrimary mode of ads &
marketingBest targeting optionsMetricsReach/Impressions/ViewsClick Through Rates
(Likes/Installs)
Display AdsFast FactsFormat: Banner, Interactive, Rich Media Can be bought through site or ad servers/network“Programmatic” is keyMetricsReach/Impressions/ViewsClick Through Rates
Content MarketingFast FactsFormats: Native Ads, Advertorials, Sponsored ArticlesMetricsReach/Impressions/Views
Video AdsFast FactsFormats: Pre-rolls, Re-purposed TVCs, Nano-site video embedsOnly static pre-rolls used, some re-purposed tvcsMetricsReach/Views
Think outside of the box…
